HOW EGGO IS PLAYING UP ITS MOMENT IN THE ‘STRANGER THINGS’ SPOTLIGHT

Eggo clearly doesn’t want to “L’Eggo” of its tie to “Stranger Things.”

Leading up to the second season of the popular Netflix series there’s an Eggo-branded “Stranger Things” spoiler blocker, recipes tied to each of the upcoming nine episodes, do-it-yourself costume pieces made with Eggo boxes, an Eggo waffle truck for the the “Stranger Things” premiere and “Stranger Things” toasters and Eggo waffles are making their way to influencers.

For those who haven’t watched the mysterious drama, set in 1980s small-town Indiana, the main thing to know about Eggo’s connection is that a key character eats the frozen waffles. The Kellogg Co. brand “absolutely did not know” about the product placement in the show’s first season, says Trinh Le, marketing director, Kellogg’s frozen breakfast. “Netflix doesn’t offer any paid placements,” Le says of the product’s appearances in the series.

Soon enough fans noticed and so did the brand. Netflix even reached out to Eggo about having one of the brand’s 1980s “L’Eggo my Eggo” ads appear in the Super Bowl commercial that teased the show’s second season. Eggo happily obliged.

Now it’s trying to make the most of its connection to the series, which returns Oct. 27.

Read more at Ad Age: http://adage.com/article/cmo-strategy/eggo-plays-moment-stranger-things-spotlight/310908/

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STOUFFER’S TRIES WARMTH TO SELL ITS FROZEN FOOD

What are you hungry for?

That question is the center of a new master brand campaign from Stouffer’s, which wants to assert its position in the lives of people trying to succeed and who might want a little help making dinner.

The Nestle brand is promoting itself to, and with, what Kim Vo, Stouffer’s marketing director, calls “striving optimists.”

“If you think about who buys Stouffer’s, they’re hardworking Americans who are striving for better,” says Vo. “Despite the pace and complexity of everyday life they really work hard to make their lives and the lives of those around them better.”

At first, Stouffer’s is focusing on two such people in its “What are you hungry for” campaign, which breaks Monday and which Vo believes has the potential to be a multi-year effort.

Its general market push highlights Ted Ginn Sr., the director of Ginn Academy, a male-only public academy in Cleveland. Over the years he has coached numerous football players into college and many have made it to the NFL, including his son Ted Ginn Jr., who currently plays for the New Orleans Saints. The elder Ginn is featured in a 15-second TV spot and will star in a 75-second YouTube video.

The videos were directed by David Gelb, who directed “Jiro Dreams of Sushi,” among other films. His skill in shooting food and for food storytelling appealed to Stouffer’s as it tries to think of how to advance itself in “modern American food culture,” says Vo.

Read more at Ad Age: http://adage.com/article/cmo-strategy/stouffers-tries-warmth-sell-frozen-food/310881/

MULLENLOWE L.A. BAGS WHOLE FOODS CREATIVE ACCOUNT

Nearly two months after it was acquired by Amazon, Whole Foods Market has hired a new creative agency, according to people with knowledge of the matter.

The Austin, Texas-based grocery chain, which Amazon bought for $13.7 billion, has chosen MullenLowe L.A. as its creative agency of record after a review, the people said.

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Representatives from MullenLowe declined to comment. The review, which kicked off in late June, was run by SRI. The invitation to pitch was initially extended to several agencies and quickly narrowed down to a final three, according to sources.

Whole Foods, which was founded 37 years ago, spent more than $60 million on measured media in the U.S. last year, according to Kantar Media.

It is unclear when consumers might see the fruits of MullenLowe’s labor. New marketing had been expected in January, but that timeline may change under the company’s new Amazon ownership. As soon as the acquisition closed in August, the Seattle-based tech giant implemented changes at the 466-unit grocer to tackle the derisive “whole paycheck” image that has plagued Whole Foods. It lowered prices on products including bananas, organic avocados and organic brown eggs by as much as 43 percent. Shoppers voiced their approval.

It’s still far too soon to determine the full ramifications of Amazon’s acquisition. On a conference call to announce second-quarter earnings in July, Amazon Chief Financial Officer Brian Olsavsky mentioned that Whole Foods, like Amazon, is a “customer-centric” team. “They’ve built a great business, focus around quality and customer,” he said.

Read more at Ad Age: http://adage.com/article/agency-news/mullenlowe-l-a-bags-foods-creative-account/310905/

Coca-Cola’s Corporate Brand Campaign Moves Beyond Soda

Since James Quincey took over as Coca-Cola Co. CEO in May, the company in earnings calls and investor presentations has been selling itself as a “total beverage company” with a product portfolio that goes beyond its namesake cola brand. On Sunday night, the marketer will bring that message to a national audience with a TV ad that is part of a new corporate branding campaign.

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The spot, airing during NBC’s “Sunday Night Football” broadcast, seeks to reintroduce the beverage giant to Americans as the company completes a decade-long refranchising initiative that returns ownership of local bottlers to independent companies. In doing so, Coke sold off capital-intensive manufacturing and distribution operations as it evolves into a company with a central focus on marketing and innovation.

Read more at AdAge: http://adage.com/article/cmo-strategy/coca-cola-s-corporate-brand-campaign-moves-soda/310490/

Capri Sun Taps Kids and John Legend for No-Added-Sugar Line

For years kids have tried to convince their parents to buy drinks such as Capri Sun, and for years many parents have resisted because of the added sugar. Now, with growing competition from Honest Kids pouches and Juicy Juice organic juice boxes, Capri Sun is giving parents another possible answer.john-legend-capri-sun-2-1.jpg

The Kraft Heinz brand is promoting four new and updated juices and juice drinks made without added sugar. “Parents have been consistently telling us as a brand that they would like more options,” says Melanie Huet, who joined Kraft Heinz this summer as VP of innovation and equity overseeing the beverage, snacks and nuts division. “They’d like more choices that are made with all-natural ingredients and no added sugar.”

Read more at AdAge: http://adage.com/article/cmo-strategy/capri-sun-taps-kids-john-legend-added-sugar-line/310459/